How to Win at Social Media With Visual Assets

July 17, 2014

Do you want to learn more about visual assets and how to leverage them through social media?

Do you currently use visuals to tell your brand’s story?

This week on the Social Media Social Hour, Jessica Gioglio joins me to talk about the power of visual story telling and how to win at social media with visual assets. Jessica is the public relations and social media manager for Dunkin’ Donuts and a leader on social media.

About the Show:

SMSH_Podcast_Artwork_300The Social Media Social Hour is a podcast for marketers and entrepreneurs looking to get on the social media fast track. The podcast is an interview format, where each week I get up close and personal with top brands and influencers to talk social media, tech and online marketing. Each week I also share tools that I personally use to help me with social media management, sales, marketing, accounts management, and productivity. 

In this episode, here’s what we’ll cover:

About Jessica:

  • Jessica Gioglio is the PR and social media manager for Dunkin’ Donuts.
  • Jessica is a sought after thought leader on social media and, specifically, visual story telling.
  • Jessica is the co-author of the book The Power of Visual Story Telling: How To Use Visuals, Videos and Social Media to Market Your Brand.
  • Jessica co-wrote her book with Ekaterina Walter, who leads social media globally for Intel.
  • Jessica’s career path has always included public relations, content development, blogging, and social media.
  • She has worked at a number of large companies including Comcast, State Street, TripAdvisor, and now Dunkin’ Donuts.
  • At each of these companies, Jessica worked heavily in PR and content development roles where she loved the editorial side of business.
  • While working for TripAdvisor, Jessica realized the power and potential that social media has to really drive business objectives.
  • Growing up in Boston, Jessica grew up with the Dunkin’ Donuts brand; so when the opportunity to work for them arose, she jumped at it.

About Dunkin’:

  • Jessica loves working for Dunkin’ and says it is a “love brand” because of their organic fan base.
  • From engagement and content strategy standpoints, Jessica says that the bar is set high and once you get your fan base, you still have to take care of them and deliver useful content.
  • Their social media guiding principle: “We don’t own our channels, our fans do”.
  • Dunkin’ Donuts looks to be an all day, every day part of their consumers’ lives to give them a virtual boost.

Listening Tools:

  • Dunkin’ Donuts uses a lot of listening tools to empower their fans.
  • Dunkin’ Donuts looks at their fans, sees what they say and how they perceive the brand, and use this as the number one factor for what they do.
    • For example, they heard many fans claim how they cannot imagine a Monday morning without a cup of their Dunkin’ coffee – Jessica uses this to structure content around that theme so that people can rally around it.
  • Jessica says Dunkin’ Donuts structures a lot of fun contests and promotions based on what they think their fans will enjoy.
    • Example when launching their Vine account: Dunkin’ Donuts saw a lot of organic content out there around iced coffee, so they ran a contest asking fans to show how Dunkin’ iced coffee puts a spring in their step for a chance to win a free year’s supply of iced coffee.

Hashtags:

  • Dunkin’s philosophy on using hashtags depends on the content.
  • During contests, they try to use unique hashtags that do not have a lot of conversation around them because they want their fans to know that they are opting in to a promotion from a legal perspective.
  • When it comes to everyday, general conversation about their brand, Jessica says they launch the hashtag “#mydunkin” to talk about stories around Dunkin’ Donuts.
  • On Instagram, the most used hashtag is “#DunkinDonuts”.
  • Jessica’s advice on using hashtags: look at your brand and see what people tag your brand as on Instagram or Twitter and what hashtags are used to describe your product.
  • A great tip that Jessica learned from Sue Zimmerman is to do your copy in the caption of your Instagram post and then write a comment immediately after including a decent amount of hashtags.
    • If you are a business looking to grow your channel and experiment with hashtag ideas, then this tip will really be effective because you can add 10-15 different hashtags and monitor which ones get the best engagement.

Visual Assets:

  • One of the 7 trends that marketers are using for 2014 are visual assets.
  • Both Intel and Dunkin’ Donuts are leaders in the power of visuals and using them to tell a brand’s story.
  • The social media transcript has changed to visuals and the brands who are successfully using images in creative ways are gaining traction and making a difference.
  • Visuals actually make an impact in a much shorter time frame than text and the average consumer’s attention span is between 2.8 – 8 seconds.
  • Visuals are much easier to process and if you can use a great visual to pull someone in to read the text, that’s a secret weapon.
  • Visual storytelling: the use of images to tell your brand’s story – but really the power of it is how you magically craft everything together.
  • Tools to create visuals or user generated content are Canva, Mass Relevance, or Olapic, which allows you to pull in content from a designated hashtag.
  • Jessica recommendation to marketers: plan for what you can but also be nimble in the moment because the real world can change in an instant.
  • Jessica’s advice: understand your brand, your voice, and your brand’s values and play on real time trends.

Jessica Gioglio’s Social Media Six Pack:

  1. If you only had five dollars in your pocket and you walked into a Dunkin’ Donuts, what would you order? Jessica would order an egg white veggie flatbread and a coffee.
  2. What was the last book you read? Jessica read her own book.
  3. What’s your biggest pet peeve? Jessica’s pet peeve is when people do not listen.
  4. Do you sing in the shower? Jessica does not.
  5. What’s one habit you have that you would like to break? Jessica would like to not be five minutes late to everything
  6. What’s the one band or singer you listened to all the time in high school? Jessica loved The Counting Crows.

Items Mentioned in the Show:

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